Norton Apparel
The timeless style and artisanal craftsmanship of Norton, in a range of modern luxury apparel.
Brief
Norton have been making iconic British motorcycles for more than 125 years; looking to the future, they began their shift towards becoming a premium lifestyle brand in 2022, including the launch of Norton Apparel. We created a series of stills and films juxtaposing the rugged, adventurous spirit of Norton with their contemporary luxury collection. The content featured a tease and full launch advertising campaign shot in rural Scotland, a look behind the scenes of the garments being handmade, and an e-commerce point of sale platform.
deliverables
- Art Direction
- Photo shoot
- Film shoot
- Advertising campaign
- E-commerce
HAND MADE IN SCOTLAND
The Norton collection is proudly hand made in Scotland at the site of the original Mackintosh factory, established in the 1800s. Capturing the behind-the- scenes of this manufacturing process, as materials were transformed into garments, was key to evoking luxury and craftsmanship throughout the campaign.
IN YOUR ELEMENT
Mirroring where the garments were made, as well as the collection's rugged versatility, the shoot took place in rural Scotland. Based on the concept ‘In your element’, models braved and embraced the weather, through rain, wind and sun, while staying at ease in their surroundings. The landscape mirrored the palette of the collection, creating a sense of calm that contrasts the dramatic landscapes, moody skies, and powerful music. The resulting campaign content had the strength to stand as part of the wider, iconic Norton brand.
